Cision Webinar Slides - Leveraging LinkedIn for PR Success

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Cision Webinar Slides - Leveraging LinkedIn for PR Success

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  • Just like other social networks, you will get out of it what you put in. Don’t expect to make connections or receive recommendations without seeking them or offering the same to others. Dos:Add a personal note each time you send a connection request.Your picture should be a clear headshot and/or your company page image should be consistent with your brand.Fill out your profile in its entirety.Donts:Avoid soliciting relationships that are not already formed. Overshare. No drinking pictures with your buddies here!
  • Site actively suggests connectionsPeople Also Viewed & “People You May Know” sections offer suggestions for connectionsSearch for specific people Look at staff linked to specific company pagesJoin groups & their discussionsRecommendations & Endorsements (1 billion endorsements given on LinkedIn!)Post status updatesGet added: Service Provider Directory – Request a Recommendation
  • Unless a contact specifically says they want to be reached via the site, it is not a good way to send news or releases.What you should do on LinkedIn to improve PR efforts:Research journalists & influencers you want to pitchLook at ‘How You’re Connected’ feature to ask for introductions to someone you want to work with, and/or search your connections’ connections!Show your expertise & build more relationships in Groups.As soon as you get someone’s business card, add them to LinkedIn
  • Look at who is following your brand See who is talking about your brand or product. If you’re B2B, see if anyone is “endorsed” in your services.Send special deals or information to members through LinkedIn Announcements, which will email members.Create polls to share with your network.Be strategic with the language you use in Products & ServicesAdd LinkedIn Share to site, blogAdd the Follow button to your site & other web propertiesTarget Your Audience25% of members visit on mobile
  • Create a groupUse those who recommend your product for testimonialsFind industry experts for your blogCareers section (Paid subscription)Post updates with links to blog to establish company as expertParticipate in conversations to show your brand as a thought leader Add your self to the Service Provider Directory
  • When you post a job on LinkedIn, a basic Careers tab appears on your Company Page for free. Upgrading to a Silver or Gold Career Page gives you access to a full suite of features for promoting careers at your company, including a clickable banner, customizable modules, analytics on who is viewing the page, direct links to recruiters, video content, and more. By upgrading profile, you can do things like inmail, see who has viewed your profile, premium search, profile organizer, and depends on if it’s personal – for recruiter or sales professional.Several editions & options to Upgrade your LinkedIn account.For Users:- Contact anyone via InMail- See more profiles & use premium search filters- See who’s viewed your profile- Lead BuilderFor brands:LinkedIn AdsHigher visibility in careers sectionSoon? Promoted Posts
  • Add video, image, document or presentation in the Summary, Experience or Education section of your profileLinkedIn Today – Use LinkedIn Share to be featuredEndorsements – Social karma applies!Original content from 170 hand-picked influencersSpotlight Groups on a Company Page
  • LinkedIn Analytics – On the right-hand side of your company page click on Edit -> View Page InsightsHere you will find Page Views, Unique Visitors, Page Clicks, Demographics, Products & Services Page Clicks.You also are able to see impressions and engagement on each Company Status Update.
  • A 21st century rolodexThe free iPhone app that turns business cardsinto contacts.Take a picture with the app and a business cardis converted to a contact automatically.They also show LinkedIn profile informationand connections you have in common.


  • 1. Leveraging LinkedInfor PR SuccessLisa LarranagaSocial Media Manager, Cision@cisionSamantha HosenkampSocial Media Director, Ragan Communications@samhosenkamp
  • 2. Follow Us! Webinar Hashtag #cision22
  • 3. How to participate today  During today‟s web seminar, attendees will be in listen-only mode  If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit text questions Q&A addressed at the end of today‟s session  Everyone will receive an email within 24 hours with a link to view a recorded version of today‟s session33
  • 4. Communicating on Section Divider LinkedIn
  • 5. The BasicsDo‟s Add a personal note Use a clear headshot/ company image Completely fill out your profile Cross-promote social channelsDonts Overshare Post too frequently Add a connection you don‟t know
  • 6. Personal UseSection Divider
  • 7. How to Connect 187 million+ people on LinkedIn! “People Also Viewed” & “People You May Know” Search • People, Updates, Jobs, Companies, Inbox, Groups Join groups & their discussions Recommendations & Endorsements (1 billion endorsements given on LinkedIn!) Post status updates Service Provider Directory
  • 8. “Affiliations [in groups] open many doors for connections.” – @alan_fleming88
  • 9. Publicity onSection Divider LinkedIn
  • 10. LinkedIn is NOT for Pitching What you should do on LinkedIn to improve PR efforts:  Research journalists & influencers you want to pitch  Look at „How You‟re Connected‟  Show your expertise & build more relationships in groups  Add business cards1010
  • 11. Brand UseSection Divider
  • 12. Brand Your Page Who is following your brand? Special deals/info to members • “Announcements” Create polls Be strategic with your language Add LinkedIn Share Add the Follow button Target Your Audience25% of members use mobile
  • 13. Ways to Connect & Engage Create a group Ask for Product & Services Testimonials Find industry experts to guest blog Utilize the careers section Post status updates Participate in conversations
  • 14. LinkedIn FAQs  Videos, images and URLs can be used in Status Updates  Updates can be up to 500 characters long • But remember attention spans are short!  You have the ability to delete inappropriate comments1414
  • 15. It Costs to SucceedSeveral editions & options to Upgrade your LinkedIn account. For Users: • Contact anyone via InMail • See more profiles & use premium search filters • See who‟s viewed your profile • Lead Builder For brands: • LinkedIn Ads • Higher visibility in careers section • Soon? Promoted Posts
  • 16. New Features  Add video, image, document or presentation to your profile  LinkedIn Today – Use LinkedIn Share to be featured  Endorsements – Social karma applies!  Original content from 170 hand-picked influencers  Spotlight Groups on a Company Page1616
  • 17. “[They] add credibility to your personal brand that‟s incredibly important when everyone is an „expert‟ now.” – @ddesjarl1717
  • 18. Measuring & Gaining Insight LinkedIn Analytics Right-hand side of your company page: Edit -> View Page Insights Page Views, Unique Visitors, Page Clicks, Demographics, Products & Services Page Clicks Impressions and engagement on each Company Status Update
  • 19. CardMunch App  21st-century rolodex  iPhone app that turns business cards into contacts  Take a picture – business card is converted to a contact  LinkedIn profile information and shared connections1919
  • 20. Leveraging LinkedInfor PR SuccessQuestions?